顧客獲利性影響因素之實地實證研究--以某銀行信用卡顧客為探討對象

• Main Author: 陳宛麟
• Language: 中文
• Published: 國立政治大學
• Subjects: 顧客獲利性; 信用卡; 平衡計分卡; customer profitability; credit card; balanced scorecard
• Online Access: http://thesis.lib.nccu.edu.tw/cgi-bin/cdrfb3/gsweb.cgi?o=dstdcdr&i=sid=%22G0090353018%22.

顧客獲利性分析，係將顧客對公司之貢獻予以量化，並據以進行顧客利潤管理。藉由顧客獲利性分析，企業除了可深入瞭解獲利原因外，更可針對不同獲利性之顧客擬定不同的策略，使資源之運用更有效率，以提高整體之獲利。 □□ □□賑膍s透過與個案公司之合作，採取實地實證之研究方式，並以複迴歸模型分析銀行信用卡顧客獲利性影響因素。研究結果顯示，影響信用卡顧客獲利性之因素有往來期間、持卡等級、顧客所持正卡數、資金需求狀況、帳戶循環狀況、消費類別、信用額度使用率、顧客忠誠度…等。 □□ □□根據研究結果之隱含意涵，本研究亦對個案公司提出若干行銷與管理策略之建議，作為個案公司擬定平衡計分卡策略議題之參考。 === Customer profitability analysis is a method to manage customer profit based on the quantification of customers’ net contribution. By customer profitability analysis, companies can not only find reasons for making profit, but also draft different strategies for customers with different profitability, optimize the allocation of resources, and increase the overall profits. This study adopts field empirical method through the cooperation with the case company, and analyzes the factors influencing customer profitability by building multiple-regression models. The study results show that the factors influencing customer profitability are business period, card class, numbers of primary card, capital needs, revolving situation, categories of spending, card usage rate, customer loyalty, etc. According to the research results, this study also proposes certain suggestions about the marketing and management strategies, helping the case company frame the strategy themes in the balaced scorecard